GEM to leverage Salesforce’s offerings for personalised customer experience

US-based Salesforce has collaborated with Greaves Electric Mobility (GEM) to automate the sales, service, and dealer management process. GEM will deploy Salesforce Sales Cloud and Service Cloud, and other departments onto a single platform. This will allow GEM to deliver personalised experiences and data-based insights to its customers.  

With Salesforce Service Cloud, GEM's employees will be more productive and quicker, leading to better customer satisfaction and lower costs, the company said in a statement. Salesforce will also provide GEM dealer partners with better dealer management systems to enhance customer experiences in both offline and online channels.

"The EV sector is seeing exponential growth with a substantial surge in the demand and acceptance of EV adoption. However, we understand that buying an electric vehicle is a process that needs more awareness and engagement to ensure consumer loyalty. Additionally, it is also important to support the agents and dealer networks, which is essential in boosting satisfaction and winning more businesses. We are thrilled to contribute towards GEM journey in enhancing customer excellence while empowering its employees and dealer networks, as the world moves towards a more sustainable future,” said Arun Parameswaran, managing director, Sales and Distribution, Salesforce India.

GEM, which owns the two-wheeler brand Ampere, contributed 42% (₹2,700 crore) to parent group Greaves Cotton Limited in FY23. With this, the electric mobility division surpassed Greaves Cotton’s core internal combustion business to become the key driver of its revenue growth.

Further, in February, Salesforce partnered with another electric scooter manufacturer Ather Energy to enhance its sales and service management capabilities. In a release, Salesforce said that it will digitally transform Ather’s customer experience across online and offline touchpoints. It also gives Ather employees a single view of customers through primary and secondary sales and helps in managing relationships from inquiry to the post-delivery stage.